Bakery brand Gail’s has teamed up with performance marketing agency Bark to drive in-store sales and online conversions.

Using Bark’s data science expertise, Gail’s will launch a new strategy centred around a loyalty app that “bridges online engagement with in-bakery sales”.

In the coming months, Bark will implement test-and-learn campaigns to establish baseline performance metrics and identify growth opportunities across both paid and organic channels.

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“As one of the few global agencies certified by Meta as best-in-class for campaign strategy and data, Bark is uniquely positioned to help Gail’s overcome the attribution challenges inherent in their complex customer journey through advanced data science solutions,” said the agency.

Lauren Kopsch, head of digital marketing at Gail’s, said: “We’ve partnered with Bark for their strength in measurement and analytics, not only to enhance our digital performance, but crucially to understand how digital marketing genuinely influences customer behaviour in our bakeries.”

“While anyone can track clicks and online conversions, the real challenge is understanding digital’s impact on our physical locations. Bark’s approach provides us with a clear picture of our marketing effectiveness across channels, supporting sustainable growth while remaining true to our values of quality, community and craft,” she added.

Tom Lambert, co-founder of Bark, said: “Working with a brand like Gail’s presents an exciting opportunity to tackle one of digital marketing’s most interesting challenges, proving how digital channels meaningfully impact physical retail.”

“By combining our data science capabilities with strategic digital activations, we’re creating a measurement framework that demonstrates clear ROI for each marketing pound spent, regardless of where the final transaction occurs,” he added.